Predictions on the CRM market for 2005
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2004 saw a significant growth in the CRM market (for example, Salesforce.com saw a mighty 80% increase) and Gartner expects it will continue to be a hot topic in 2005. As part of its Predicts 2005 series, Gartner has recently published a spotlight on CRM, encompassing seven individual reports.
The spotlight, Predicts 2005
Beware the Hype, Focus on Your Organisation’s Needs, states that significant competitive trends and vendor hype wars are looming and will focus on customer-centricity. Further predictions include the consolidation of handheld devices in business to business sales and that application service providers for sales will grow beyond salesforce automation to include e-commerce.
The spotlight encompasses the following topics:
Top CRM software vendors
Gartner expects that the top ten vendors by license revenue in 2005 will see a shift with Salesforce.com overtaking the combined license revenue of Oracle and PeopleSoft, whilst RightNow will enter the top ten list for the first time.
The role of IT departments in CRM application deployments
IT organisations will be expected to support top-line growth and customer-centricity rather than taking a reactive, cost-cutting approach. Those organisations that do not take this action to realign with the growth agendas for sales and marketing departments risk an erosion of influence.
Marketing will play a more strategic role in CRM
Major businesses worldwide will boost marketing and advertising more significantly in 2005 than in the past five years. Marketing’s adoption and use of technology will also quicken as leading firms raise the bar for marketing excellence, making more use of business process automation to drive and deliver strategic value for CRM.
SMBs will increase spending on CRM
Midsize businesses will increase their purchases of CRM software, outpacing the rate seen in large enterprises. Those that have not yet invested in CRM software will be at a competitive disadvantage.
Published: 01/2005
Author: Gartner, Inc.
Gartner, Inc. is one of the leading providers of research and analysis on the global information technology industry.
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